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Factors Driving Customer Satisfaction for Shopee Malaysia

Author

Listed:
  • Josephine Ie Lyn Chan

    (Wawasan Open University)

Abstract

The Covid-19 pandemic caused the e-commerce adoption rate to skyrocket. Shopee Malaysia was among the few e-commerce platforms that have managed to ride the wave of the e-commerce boom in Malaysia. This study aimed to examine the factors that drive customer satisfaction for Shopee Malaysia, including customer understanding, customer service, and technology. The study used a quantitative method through an online survey. In total, 164 participants took part in this research. The results indicate that although customer understanding contributes significantly towards customer service, it does not influence customer satisfaction unless through customer service or technology. Customer service and technology are significant predictors of customer satisfaction. Additionally, technology is a strong mediator for the relationships of customer understanding and customer service with customer satisfaction. Therefore, Shopee Malaysia needs to improve the areas of its e-commerce platform technology since it significantly impacts customer satisfaction. It is hoped that Shopee Malaysia and other interested parties can benefit from the results of this study.

Suggested Citation

  • Josephine Ie Lyn Chan, 2022. "Factors Driving Customer Satisfaction for Shopee Malaysia," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 133-140, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2022:i:1:p:133-140
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    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2022/ETIMM_V01_2022_40.pdf
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    References listed on IDEAS

    as
    1. Anne Dibley & Moira Clark & Andrew Myers, 2016. "Emerging Trends in Customer Management in a Changing World," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 130-140, September.
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      More about this item

      Keywords

      customer satisfaction; customer understanding; customer service; technology; Shopee Malaysia.;
      All these keywords.

      JEL classification:

      • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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